MANILA, Philippines - Wnile breast cancer?s frightening statistics can be overwhelming (Philippine Cancer Facts and Estimates reports that of 100 females, 26 will be diagnosed with the killer disease, while the Philippine Breast Cancer Network says our country has the highest incidence of breast cancer in Asia and is ranked ninth the world over), it actually takes the littlest of efforts to make a huge difference in the lives of women afflicted with the disease.

Avon, the global beauty company whose crusade against breast cancer began 30 years ago, unveiled recently the latest activities of its annual Kiss Goodbye to Breast Cancer campaign at the Faura Garden of the Cancer Institute of the Philippine General Hospital.

Fund-raising

Avon Philippines president and general manager Bob Briddon announced two fund-raising projects for the PGH?s Breast Care Center and select provincial hospitals. While P5 from the sale of Avon?s limited-edition Skin So Soft Hand And Body Lotion has been earmarked for the center, P30 from the sale of a special P149 KGBC T-shirt also goes to a breast cancer fund, and is the buyer?s outfit for what many are already touting as a Guinness Book gathering of breast cancer advocates.

On Oct. 5, Avon will mount the simultaneous start of 3-kilometer, non-competitive walks in Bacolod, Batangas, Cabanatuan, Cagayan de Oro, Cauayan, Cebu, Dagupan, Davao, Iloilo, Legaspi, Lucena, Malolos, Manila, San Fernando, Tacloban, and Vigan. Set to attract a record-breaking 30,000 participants, the synchronized 16-city walks are definitely one for the books. Still, Avon?s real agenda is to call attention to the disease that claims countless lives each year-and, more importantly, to show the world that there are countless others who care.

The launch at PGH certainly proved that. In a moving and symbolic show of unity against the deadly disease, Briddon, together with Avon Asia-Pacific regional communications head Louie Migne, and KGBC partners UP vice-chancellor Dr. Orlino Talens, Philippine Cancer Society board of trustees chair Dr. Roberto Paterno, GMA 7 head of corporate communications Chit Arce, Reebok brand manager Olivia Fernandez, AstraZeneca president Alan Knox, SM marketing manager Dan Torres, Globe Telecom segment business head Pilut Montes, Rotary International District 3780 governor Alexander Cureg, and an intimate group of breast cancer survivors and supporters, formed a ?string of hope? by tying together the pink ribbons they received before the start of the successful event.